MEDIA: FOR THE RECORD

By ALASDAIR REID, campaignlive.co.uk, Friday, 17 April 1998 12:00AM

TMD Carat has come up with a weather-sensitive media strategy for ICI’s Polycell and Cuprinol brands. The ten-second commercials targeting DIY enthusiasts will be interchanged according to weekend weather forecasts. If the weather is likely to be warm and dry, advertising for the outdoor wood preservative, Cuprinol, will run more frequently. If the forecast is cold and wet, ads for the interior product, Polycell, will be screened. The campaign will run on ITV, Channels 4 and 5 and satellite channels.

TMD Carat has come up with a weather-sensitive media strategy for

ICI’s Polycell and Cuprinol brands. The ten-second commercials targeting

DIY enthusiasts will be interchanged according to weekend weather

forecasts. If the weather is likely to be warm and dry, advertising for

the outdoor wood preservative, Cuprinol, will run more frequently. If

the forecast is cold and wet, ads for the interior product, Polycell,

will be screened. The campaign will run on ITV, Channels 4 and 5 and

satellite channels.



The London radio station, Virgin 105.8 FM, has been fined pounds 2,000

by the Radio Authority for failing to comply with its promise to

broadcast community campaigns. Virgin is required to carry ten week-long

campaigns each year covering social issues relevant to its target

audience. Only seven campaigns were broadcast in 1996/7 and none were

aired from April last year.



Blink TV, the big-screen company that runs programming and advertising

at major rock events, has signed up to provide a service for the Spice

Girls’ UK tour. Blink, which has just handed its advertising sales

contract to Laser Sales, already had a deal in place to support the

group’s European tour.



Media Audits has expanded into Asia Pacific by opening an office in

Sydney. Fran Marshall, former marketing services director at the TV

station, Network Seven, has been made managing director of the new

operation. Tony Ayers, group chief executive of Media Audits, said: ’We

have a track record of improving media value by 5 to 20 per cent in most

markets. We see no reason why this should not be replicated in

Australia.’



CIA Media Solutions has won the media buying for the Swiss watch

manufacturer, Longines. The account is worth pounds 500,000 and follows

the pounds 11 million Time Computers account the agency picked up

earlier this year.



Loot’s Website has received its first ABC electronic audit, revealing

that between 2 February and 4 March 2,496,457 page impressions were

logged, with an average 80,531 page impressions per day.



Air Canada is to sponsor London News Radio’s International Business

Bulletin on News Direct 97.3 FM. The trailer, which will be aired four

times a day during drivetime, is aimed at businessmen flying to Canada.

The sponsorship was put together by Air Canada’s media agency, Universal

McCann.



The National Magazine Company has appointed Lara Tabor as sales

development manager for its parenting title, M, to launch next month.

She previously worked on the launch of the health and beauty magazine,

Zest.



The Observer and Guardian have reshuffled their editorial staff. Jocelyn

Targett, deputy editor of the Observer’s features, has become the

paper’s deputy editor. Paul Webster, the Observer’s deputy editor of

news, has been made foreign editor across the Guardian and the Observer,

as well as assistant editor of the Guardian.



Barclays Savings, a division of Barclays Bank, has signed a six-month

sponsorship deal with Classic FM, worth pounds 400,000. Barclays Savings

will sponsor the Sunday afternoon show, Across the Threshold with David

Mellor, in a deal put together by MediaVest.



Penguin Books will dominate the advertising in the Times’s first Crime

Fiction supplement. Total Media, Penguin’s media planning and buying

agency, has advertised books by the publishers’ authors, PD James and

Elmore Leonard, in the supplement, as well as spots for Ruth Rendell,

who is featured in an article.



The Media Factor has been appointed to handle media buying for Loot, the

free ads paper. The first activity in the pounds 250,000 task will be a

radio campaign designed to drive sales in the London and the North-west.



This article was first published on campaignlive.co.uk

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